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  • Posted: Mar 3, 2021
    Deadline: Not specified
  • Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.
    Read more about this company


    Senior Brand Manager - Guinness

    About the Role:

    Reports To:​ Head of Marketing, Beer (East Africa)



    • Lead business to realize our F22 commercial strategy
    • Develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable
    • Work with Consumer Planning & Research for provision of up to date brand performance and consumer insights


    • Accountability for Market Performance, in close partnership with commercial teams
    • Lead or support interventions as required Manage the P&L to unlock growth
    • Manage advertising and promotion resources as allocated, drive effective and efficient use of Media pend and support the Shopper Marketing team to ensure BTL spend efficiency.

    Build the Brand: Content and Culture

    • Partner with Global Brand Teams, Media and Advertising agencies for brand strategy search & spin and development of effective brand communication; brand communication planning and media spend optimization
    • Deliver brilliant creative content & assets with path to purchase triggers
    • Develop and deploy a world class digital strategy and ensure our brands secure a strong digital/online footprint
    • Vibrant brand world brought to life at all touchpoints, experiences, events and at POP
    • Multi-channel communications model which step-changes awareness and (re)recruits consumers at scale, and builds vibrant brand in culture
    • Drive internal passion for beer and help build beer category capability

    Commercial Roadmap

    • Maintain a ‘launch mentality’ to ensure we are within arms reach of all relevant consumption occasions (right distribution, right SKU, right occasion)
    • Bring FMCG focus to create through-the-line drivers of Last 7 Days penetration growth
    • Engage across the organization through cross-functional collaboration & pro-active stakeholder engagement; ensure strong and supportive relationships across departments


    Building purposeful winning brands

    • Compelling brand story-telling: Able to craft compelling brand and strategic narratives that energize consumers and the business
    • Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.
    • Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter
    • Excellence in social media/consumer conversations- manage the development and distribution of the brand content to engage with consumers in culture

    Driving Marketing Performance

    • Brand Performance Analysis: Has demonstrated rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment
    • Commercial Acumen: Leverages understanding of category and customer profitability, and competitor landscape, to make recommendations that create value for customers and brand/category
    • P&L Management: Understands a brand’s P&L and levers to manage profitability
    • Measurement and evaluation to drive A&P productivity-Media performance management to ensure efficiencies and effectiveness via productivity tracking and use marketing catalyst to track -performance

    Delivering Integrated Execution

    • Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief
    • Multi-channel execution: create great plans and distribute content that grow salience and drive recency, impact and reach across the path to purchase
    • Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
    • Flawless Execution: Consistently executes marketing programmes with excellence
    • Using Digital Tools- apply technology, platforms to enhance connections with consumers including use of Sprinklr for social listening, moderation, asset management and performance management

    Using Insights to Sell More

    • Demonstrates consumer curiosity (external focus, cultural trends)
    • Proven grasp of data analysis, tools and techniques
    • Good knowledge of media & digital landscape / opportunities

    Forging Powerful Partnerships

    • Managing productive partnerships: Manages productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and ROI
    • Multi-channel planning and management: Works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach


    Win through Execution: Lead bold execution in a fast changing world

    • Act like owners by holding self and others to account for highest standards
    • Scan the environment constantly and adapt plans with pace
    • Inject a restlessness to win and unlock capacity to decide and act quickly
    • Demand brilliant execution to ensure we always win at the point of purchase

    Shape the Future

    • Enable others to imagine the future and be brave to act boldly now
    • Set context and empower people to experiment and unlock opportunities for growth
    • Insist on sufficient data and insights that quickly move us to action

    Inspire through Purpose

    • Inspire teams to take entrepreneurial risks; encourage and recognize learning

    Qualifications and Experience Required:


    • A Bachelor of Commerce Marketing or business degree or equivalent


    • Minimum of 5 years marketing experience preferably in the FMCG environment.
    • Experience in the development and execution of marketing strategies.

    Method of Application

    Interested and qualified? Go to Diageo on to apply

    Note: Never pay for any training, certificate, assessment, or testing to the recruiter.

  • Send your application

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